Blood Diamond: Namibia clean
2006-12-10 14:55
Windhoek - Diamond-producing Namibia launched an international advertising campaign on Friday to counter any adverse effect of the Warner Brothers thriller Blood Diamond.
The movie, starring Leornado DiCaprio, highlights the role of the precious gem in Sierra Leone's brutal 1990s civil war. Diamond
producers and dealers are worried it could trigger public concern about illicit "conflict diamonds" and hurt demand.
Namibian officials said a global TV campaign built around the theme "Diamonds are forever" would start airing on Friday, coinciding with the movie's theatre debut in the United States.
A national print and billboard campaign was launched in the Southern African country on November 30 in the presence of President Hifikepunye Pohamba, mining industry officials and representatives of jewellers' associations.
"What has been driving us in the ministry of mines and energy is the need to protect and safeguard the image of our product and, of course, the image and integrity of our own diamond industry," Mines and Energy Minister Erkki Nghimtina said.
He said no "conflict diamonds" - illicit gems sold by rebel groups in Africa to fund arms purchases - originated from Namibia, and the country wanted to "tell the story of what good diamonds do for Namibia".
He said Namibia was not against the production or release of the movie nor was it worried about its anticipated popularity. But it was keen for viewers to be aware it is a fictional depiction of recent history.
"The subject matter is highly emotive and is based in the terrible civil war in Sierra Leone in the 1990s. Sierra Leone is now at peace. Blood Diamond is therefore a story about the past," he said.
Diamond exports account for 10% of Namibia's gross domestic product.
The vast desert country is no stranger to Hollywood hype. It grabbed world headlines earlier this year when Hollywood couple Angelina Jolie and Brad Pitt had their baby there.
Blood Diamond was shot on location in nearby Mozambique.